SBD/January 20, 2011/Marketing and Sponsorship

Bears Not Taking After "Shuffle" Team In Terms Of Endorsement Opportunities

Cutler has insisted he won't take on any outside work until Bears improve
The Bears are hosting the Packers Sunday in the NFC Championship game, but Chicago is "conspicuously bare of Bears" when it comes to advertising on television, print and city signage, according to Phil Rosenthal of the CHICAGO TRIBUNE. It is "no accident that the ad slogan with which those Bears promote themselves" is "One city. One team." Former EuroRSCG Chicago Chair & Chief Creative Officer Steffan Postaer said, "They probably have to win the Super Bowl to get something more than a random Chevy ad. On national TV, they've laid such a profound egg (in losses this season to the Giants and the New England Patriots) that even now ... people are just not lining up behind them yet." Postaer pointed to Bears coach Lovie Smith, saying, "They've taken on the demeanor of their coach, who's a laconic wet blanket." Rosenthal notes Bears QB Jay Cutler is the "highest-profile player with the lowest profile when it comes to endorsements." Since arriving in Chicago in '09, Cutler "has insisted repeatedly he wouldn't take on any outside work" until the team became a winner. The current Bears "aren't your father's swaggering Super Bowl contenders." Late Bears RB Walter Payton "was showcased in ads, as one might expect," when the team made its march to Super Bowl XX, but "so was nearly everybody else at Halas Hall, starting with coach Mike Ditka." Jim McMahon and William "Refrigerator" Perry "pitched New Coke and Classic Coke," while Mike Singletary, Richard Dent, Dan Hampton and teammates "plugged McDonald's." Postaer noted Ditka, "even today, is doing more advertising than the current Bears" (CHICAGO TRIBUNE, 1/20).

HESTER'S LATEST RETURN
: Bears WR Devin Hester's excursions with his son, Devin, will be the subject of a new monthly column that Hester will write for Chicago Parent Magazine called "Hangin' with Devin." The column is scheduled to debut in April (THE DAILY).
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